After you’ve marketed and you have your inquiries rolling in the door and you’ve emailed back and forth about pricing there can be a little bit of that “what’s next” going through your mind. The booking process is almost a workflow in itself and you want to ensure that you are going over the same information and treating each client the same. This is basically a little step-by-step guide on how I go through my booking process and what works best for me. Maybe it can help you out.
Step 1 – Meet in Person
One of the biggest sales tips I got from a well-known mentor on doing sales was to do them in person. Meeting people in person can be an opportunity to develop trust with a client. Once you develop a trust, their desire to work with you is higher. After emailing back and forth with prospective clients about pricing, what’s included and all that jazz I invite them to my office to meet. There’s no guarantee that we’ll sign the contract then and there, but it’s nice to meet in person, show them more photos, and give them an opportunity to ask as many questions as they’d like. By meeting clients in person I find my booking rate is very high. Rarely does anyone who comes to meet with me not book a session. In 2012 I had one prospective client not book with me after meeting and that was it for the year so I find this method to be a great way to be personable and really show clients that they’re not just hiring your photography talent, but also hiring someone they want to work with and be around. If you don’t have an office to meet at you can still plan to meet at a nearby coffee shop and bring sample albums and your portfolio with you. Remember to offer to buy the client coffee.
Step 2 – Follow Up
After a meeting with a client I always follow up within 24 hours. Send them an email letting them know how nice it was to meet them and how you think it would be great to work with them. Offer them an opportunity to sit on their decisions and email or call with more questions if they have any. I’ve received a lot of responses from clients who say that I was the only photographer they met with who followed up with them after so this can be a HUGE plus for them booking with you. Impress them with your attention and customer service.
Step 3 – The Contract & Deposit (Retainer)
Once they’re ready to book you need to have a signed contract. You can do the contract at the initial meeting if they’re ready or after. If I have clients who are ready to book at the meeting I just let them know I’ll email them the contract information after our meeting. I use >Pixifi< to sign contracts and accept deposits online. A retainer (deposit) is required to hold a date and I cannot hold a date without the deposit. Pixifi allows me to send an online invoice to my clients they can pay online with a credit card – it’s super easy!
Step 4 – Confirmation
After they have signed the contract and sent you the deposit be the first person to send them an email and say thanks! If you’re booking a wedding you can start talking about the where and when you want to do engagement photos. If you’re booking another session you can send them information to get prepared and start talking dates and locations.
Step 5 – Share Information
Many photographers have magazines, books, brochures, welcome packets and more. I always wait until after I have a signed contract and deposit to send the information so I’m not wasting valuable time and money I’ve put into products to send it to a client who hasn’t booked. Once you’ve confirmed everything with them you want to send them any materials that will help them prepare for their photoshoot!
Step 6 – Send a Thank You Card or Gift
Depending on what type of client you are booking you may save a thank you gift until the end, but a thank you card right after booking with you is a great treat for your new client to receive in the mail. It can help you seal the deal and start bringing in their referrals before they’ve even been photographed by you!